Facebook is introducing version 2.2 of the Messenger platform with a host of tools to boost engagement with customers, and the most notable new tool is the Customer Chat Plugin which allows businesses to chat with customers on their websites through Messenger.

The Messenger Platform 2.2 aims to help businesses engage with customers more easily, and in different ways to perhaps they are used to.

The customer chat plug-in, in particular, allows businesses to converse with customers between their website and Facebook Messenger itself – meaning a more familiar experience for customers.

A word from Facebook on this introduction:

One of our most highly requested features is the ability to extend Messenger experiences onto a business’s website. Today, we are happy to announce the release of the customer chat plugin in closed beta. With customer chat plugin, people can chat with businesses on their websites and in Messenger (across web, mobile or tablet) and transition back and forth seamlessly without losing the conversation’s history and context. This makes it easier for customers to continue the conversation with a business whenever and wherever it’s most convenient for them.

Conversations can take place through the website and Messenger seamlessly. This means there’s no loss of chat history whether the chat begins on the website, or through Facebook or Messenger itself. This can be very useful both for customers and businesses, as it keeps the conversation flowing without losing what has previously been said.

This keeps it convenient for customers, as they can stay in contact however they wish to. The chat plug-in can be used across desktops, mobiles and tablets.

It also allows for other Messenger capabilities, including media and payments.

Other Engagement Tools

Media template

Facebook is allowing businesses to attach a call to action button when sending videos, images or gifs – or sharing content from the webview. Before this, businesses were only capable of sending media as standalone items.

These buttons allow businesses to include user actions such as share buttons to videos and/or images to increase engagement.

Broadcast API

The broadcast API is being released into an open beta, which allows certain pages to send messages to multiple customers with just one API request. This could be used to send news alerts, or otherwise.

Page-level feedback

It’s also now easier for businesses to view feedback to improve the Messenger experience. Businesses can view this by going to page settings and messenger.